Interview with Ash Williams

Could you give us a brief history of your career path and discuss what led you to enter the iGaming industry and establish Frently?

I'm Ash Williams, and my journey began approximately 15 years ago. From roles in customer service to leading positions in VIP account management and brand development, I've gradually moved into B2B operations. This career path exemplifies the iGaming industry's dynamic and versatile nature, opening countless career opportunities.

Following extensive experience in B2C, embracing B2B avenues with Frently over the last 2.5 years has unveiled fresh perspectives. Now, the role is centered on delivering comprehensive solutions to other iGaming operators, whether it’s software, platforms, payment solutions, or affiliate marketing tools. My responsibilities include forming strategic alliances, contract negotiations, and delivering substantial value to operators.

What are the significant changes you've observed in the iGaming industry over recent years? In your view, what are the hottest trends, and how do you adjust your strategies accordingly?

A major trend in iGaming is the synergy of AI-powered customization with gamification, crafting deeply engaging and tailored user experiences. This progression is revolutionizing player engagement, rendering the gaming experience more immersive and personalized.

Adaptation is crucial, leveraging data through AI and machine learning to understand player habits and forecast trends. Introduce gamification with elements like missions, achievements, and incentives to keep users attentive. Staying innovative: Operators should invest in breakthrough technologies like VR, AR, and blockchain to be distinct in a crowded market. Compliance is key, as new markets emerge with varying regulations, remaining aligned with local legislation without compromising the product's allure.

Today, there's an increasing presence of turnkey and white-label service providers in the market, raising the competitive stakes. How do you manage to distinguish yourself at this point? What makes you unique compared to your rivals?

The iGaming landscape is fiercely competitive with a boom in white-label and turnkey providers. To excel, differentiation through innovation, customization, and acute client understanding is key. Here's how we distinguish ourselves from competitors:

• Advanced Gamification Techniques: By infusing sophisticated and adaptable gamification features, we boost player retention and ensure long-term success for operators.
• Customizable CRM: Our CRM systems are proprietary designed to equip operators with control over customer interactions and automated processes, maximizing operational efficiency.
• Defining Brand Uniqueness: Our platform's flexibility permits operators to emphatically express their brand identity, creating engaging user interactions that are unforgettable.
• Strategic Partnerships: We adopt a client-focused approach, diligently working with operators to fulfill distinct needs and support their growth trajectory.
• Flexible and Scalable Pricing: Our adaptive pricing structure offers operators hassle-free growth without financial burdens, facilitating scalable and sustainable expansion for businesses.

Blending these core differentiators brings forth a robust, adaptable, and economical solution that equips clients to thrive in a highly competitive iGaming domain, showcasing our commitment to innovation and client satisfaction. turnkey casino providers .

Gamification plays a crucial role in boosting player involvement. How do you incorporate it to enrich the user experience on your platform?

Gamification is undeniably vital for elevating user engagement, forming a fundamental aspect of our platform to amplify interactivity, satisfaction, and enjoyment for players. Here's our approach in applying gamification to revitalize engagement and retention:

1. Purposeful Missions and Challenges
2. Achievement Systems
3. Leveling and Progression Systems
4. Leaderboards and Tournaments
5. Systems for Rewards and Loyalty Programs, Lucky Draws, and Shops
6. Daily and Weekly Challenges
7. Social Interactions and Community Involvement
8. Surprise Boxes, Fortune Selections, and Randomized Rewards
9. Multi-level Reward Frameworks for Elite Players
10. Instantaneous Feedback and Dynamic Incentives
11. A Holistic Gamified Experience

Incorporating these gamification methodologies into our platform not only enhances the gaming experience but significantly boosts user engagement, retention, and loyalty. Players actively embark on a journey where they achieve milestones, reap rewards, and partake in a socially interactive environment.

Our extensive gamification strategy distinguishes us from competitors, ensuring our platform provides an unmatched, engaging encounter that prompts players to revisit.

White label casino solutions White-label solutions demand adaptability to diverse markets and areas. How does your platform remain flexible to meet particular client preferences or adapt to geographic nuances?

Ensuring our platform's adaptability to accommodate unique client preferences and specific geographic sectors is essential, particularly in a dynamic and multifaceted iGaming environment. Our platform's versatility aligns with these needs by offering A Customizable and Market-Ready Solution .

By incorporating localisation Each market brings variation in regulations, interface customization, payment methods, and market-specific promotional tools. Our platform harmonizes these aspects, allowing operators to effectively venture and prosper across varied geographies. This adaptability enables our solution to cater to clients’ bespoke needs while guaranteeing consistent player experiences across any region.

How do you make sure your clients have access to essential tools without extra charges for each feature or customization?

We aim to equip clients with necessary tools without burdening them with unnecessary fees for every adjustment or indispensable feature. Our pricing approach remains straightforward, incorporating essential elements and offering modular premium features, ensuring our platform stays affordable, versatile, and ideally adjusted for individual client goals, allowing focus on growth unhindered by financial distractions.

You've talked about your CRM processes being adaptable and customized for user needs. Could you elaborate on how it functions? How has it influenced client retention?

Our CRM's customizable workflow is constructed to provide substantial flexibility. It empowers operators with the autonomy to personalize player management strategies to align with specific business targets and market conditions. This tool is pivotal for heightening player retention by facilitating strategic, data-informed engagement that maintains player activity and loyalty.

In addition to these, how pivotal is the collaboration with Revpanda to your ventures within the iGaming realm?

The collaboration with Revpanda is pivotal, empowering us to deliver holistic services to our clientele. Their proficiency in localization, payment method testing marketing strategies, player acquisition, brand development, and analytics is congruent with our platform’s offerings, ensuring clients captivate, maintain, and engage players enduringly. We jointly convey a comprehensive, market-ready solution that propels success in a competitive iGaming landscape .

And finally, what expert advice would you offer to those aspiring to enter the iGaming industry?

You are welcome to arrange a discussion with us at Frently. We will guide you comprehensively through the process, deliberating on all facets from start to finish.